PT  - JOURNAL ARTICLE
AU  - Aleksandrovs, Leonids
AU  - Goos, Peter
AU  - Dens, Nathalie
AU  - de Pelsmacker, Patrick
TI  - Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest
AID  - 10.2501/JAR-2015-025
DP  - 2015 Dec 01
TA  - Journal of Advertising Research
PG  - 443--457
VI  - 55
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/55/4/443.short
4100  - http://www.journalofadvertisingresearch.com/content/55/4/443.full
SO  - J Advert Res2015 Dec 01; 55
AB  - The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to measure the impact of advertising effort and allocation across different media. The authors of the current paper believe advertisers can use the mixture-amount model to detect optimal advertising-mix allocation changes as a function of their total advertising effort. The researchers demonstrated the use of the model by analyzing Belgian magazine and television data on 34 advertising campaigns for beauty-care brands. The goal is to help advertisers maximize desirable outcomes for campaign recognition and brand interest.